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review | smtown live 2025 in london

★★★★

A sea of lightsticks and pink shirts paved the entrance to London’s O2 Arena on 28 June. Despite London’s searing temperatures and show delays, K-Pop fans made the pilgrimage to Greenwich from the early hours of the day to soak up the atmosphere and purchase coveted merch, most of which sold out hours before the show.

At Magazine London, an event space adjacent to the main venue, VVIP ticket holders gathered for a special pre-event featuring an exclusive pink carpet, teasing what was to come at the show. To celebrate the 30th anniversary of K-pop juggernaut SM Entertainment, founded by Lee Soo-man in 1995, SMTown Live flew some of the label’s most prominent artists to the British capital for over three hours of music, marking the first ever K-pop festival at The O2. The festival-style concert changes its line-up based on location, stopping at cities like Seoul, Mexico City and Los Angeles with Tokyo soon to follow suit.

The London show featured everyone from seasoned superstars like TVXQ!, Hyoyeon of Girls’ Generation, Minho of SHINee, and multiple members of EXO and Red Velvet. The concert also showcased newly debuted groups like dearALICE and Hearts2Hearts, as well as primetime groups like aespa, RIIZE, and for the first time in Europe, all of the units of NCT: NCT 127, NCT DREAM, WayV, and NCT WISH.

Under the motto of ‘The Culture, The Future,’ the show served as a bite-sized retrospective of SM, spotlighting the company’s enduring legacy and expectant future. Some of the anthems that made K-pop boom outside of Korea resonated throughout the stadium — from TVXQ!’s ‘Mirotic’ and Red Velvet’s ‘Red Flavor’ to SHINee’s ‘Lucifer’ and EXO’s ‘Growl’, the latter two via a performance by SMTR25 rookies — as well as SM’s newest bets, like Hearts2Hearts’s viral debut track ‘Style’ and ‘The Chase’, the latter co-written by British girl band FLO.

Groups like NCT 127, NCT DREAM, and EXO made the stadium roar and chant both during their high-octane performances and speeches, in turn gaining promises of comebacks with the members on stage. aespa, RIIZE, WayV, and NCT WISH followed closely with the crowd singing along to most of their songs. Despite a slow start, British boy group dearALICE won the hometown crowd over with charisma and the very first performance of their new ballad ‘Save Us’. The event culminated with an encore-style performance of  ‘빛 (Hope from KWANGYA)’, featuring all of the artists interacting with fans on stage, who did not seem to care that the clocks had long struck past 10 pm and longed for more.

Though it was a shame that not every group had the chance to perform their iconic songs, with some instead opting to promote more recent singles, the overall feel was that there is a hunger for more K-pop on this side of the pond. More than a few of the acts have done London concerts of their own before, but fans travelled from all over Europe and the world in hopes that the support will lead to even more international events in the future.

photography. SM Entertainment
words. Sara Delgado